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Table of Contents

    • About the Author
    • Acknowledgments
    • Preface
    • 1Introduction to eMarketing
      • 1.1Introduction
      • 1.2A Brief Timeline in Internet Development
      • 1.3It’s All about Being Connected!
      • 1.4How Do People Access the Internet?
      • 1.5References
    • 2E-mail Marketing

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      • 2.1Introduction

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      • 2.2History

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      • 2.3How It Works

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      • 2.4Nine Steps to Executing an E-mail Campaign

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      • 2.5References

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    • 3Online Advertising

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      • 3.1Introduction

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      • 3.2How It Works

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      • 3.3How to Show Your Message

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      • 3.4How to Pay

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      • 3.5Ad Servers and Advertising Networks

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      • 3.6Putting It All Together

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      • 3.7The Advantages of Online Advertising

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      • 3.8Disadvantages of Online Advertising

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      • 3.9Case Study: BMW South Africa

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      • 3.10References

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    • 4Affiliate Marketing

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      • 4.1Introduction

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      • 4.2How It Works

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      • 4.3Tracking: The Lifeline of Affiliate Marketing

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      • 4.4When Things Go Wrong

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      • 4.5How Do Affiliates Promote Merchants?

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      • 4.6Affiliate Networks

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      • 4.7Tools of the Trade

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      • 4.8Setting Up a Campaign

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      • 4.9Pros and Cons

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      • 4.10Case Study: Prezzybox.com

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      • 4.11References

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    • 5Search Engine Marketing

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      • 5.1Introduction

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      • 5.2Search Engine Optimization

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      • 5.3References

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    • 6Search Engine Optimization

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      • 6.1Introduction

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      • 6.2How It Works

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      • 6.3Well-Researched Key Phrases

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      • 6.4Optimizing Content for Key Phrases

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      • 6.5Link Popularity

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      • 6.6Emerging Trends

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      • 6.7Case Study: Yachting Partners International

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      • 6.8References

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    • 7Pay per Click Advertising

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      • 7.1Introduction

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      • 7.2How It Works

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      • 7.3Keywords and Match Types

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      • 7.4Planning and Setting Up a Campaign

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      • 7.5Online Comparison Engines

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      • 7.6Pros and Cons

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      • 7.7Case Study: Southern Sun

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      • 7.8References

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    • 8Social Media

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      • 8.1Introduction

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      • 8.2How It Works

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      • 8.3Content Sharing: Create and Share

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      • 8.4Crowdsourcing: Unleashing the Power of the Online Community

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      • 8.5Creating Content and Opinion: Blogging and Podcasting

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      • 8.6Social Media and Marketing: Rules of Engagement

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      • 8.7Case Study: FNB and Idea Bounty

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      • 8.8References

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    • 9Crowdsourcing

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      • 9.1Introduction

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      • 9.2How It Works

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      • 9.3The Bigger Picture

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      • 9.4Case Study: Peperami

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      • 9.5Reference

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    • 10Viral Marketing

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      • 10.1Introduction

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      • 10.2How It Works

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      • 10.3Preparing to Go Viral

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      • 10.4Now What?

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      • 10.5Case Study: Firebox.com and Speedy Santa

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      • 10.6References

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    • 11Online Reputation Management

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      • 11.1Introduction

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      • 11.2The First Step: Monitor the Conversation

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      • 11.3The Second Step: Measure What’s Being Said by Whom

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      • 11.4The Third Step: Manage—Engaging In and Leading the Conversation

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      • 11.5The Fourth Step: Maximize—Evolve Your Strategy

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      • 11.6Ten Rules to Recover from an Online Brand Attack

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      • 11.7Case Study: Four South African Banks

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      • 11.8References

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    • 12Web Public Relations

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      • 12.1Introduction

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      • 12.2How It Works

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      • 12.3WebPR Tactics

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      • 12.4Press Releases: Optimized for Search and for Social Media

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      • 12.5Online Press Room

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      • 12.6Case Study: Pilkington Self-Cleaning Glass

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      • 12.7Reference

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    • 13Web Site Development and Design

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      • 13.1Introduction

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      • 13.2Usability

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      • 13.3Search Engine Visibility

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      • 13.4Design

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      • 13.5Landing Pages

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      • 13.6Case Study: Wicked Uncle

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      • 13.7References

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    • 14Online Copywriting

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      • 14.1Introduction

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      • 14.2How It Works

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      • 14.3Short Copy

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      • 14.4Long Copy

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      • 14.5Reference

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    • 15Web Analytics and Conversion Optimization

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      • 15.1Introduction

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      • 15.2How It Works

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      • 15.3Tracking and Collecting Data

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      • 15.4Analyzing Data

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      • 15.5Case Study: Firefox 3

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      • 15.6References

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    • 16Mobile Marketing

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      • 16.1Introduction

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      • 16.2Why the Mobile Phone?

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      • 16.3Mobile Phones: More than Phone Calls

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      • 16.4Short Message Service (SMS)

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      • 16.5Multimedia Message Service

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      • 16.6Mobile Web

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      • 16.7Case Study: Peugeot 107’s Break Free Campaign

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      • 16.8References

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    • 17Customer Relationship Management

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      • 17.1Introduction

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      • 17.2Why Electronic Customer Relationship Management?

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      • 17.3Putting a Value on Customer Relationship Management

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      • 17.4Using Customer Relationship Management to Inform Your eMarketing Tactics

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      • 17.5Technology and Customer Relationship Management

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      • 17.6Case Study: Virtual Works and PG Glass

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      • 17.7References

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    • 18Market Research

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      • 18.1Introduction

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      • 18.2Quantitative and Qualitative Research

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      • 18.3Primary and Secondary Research

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      • 18.4Online Surveys: Gathering Data

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      • 18.5Case Study: BrandsEye

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      • 18.6References

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    • 19eMarketing Strategy

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      • 19.1Introduction

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      • 19.2The Internet and the Marketing Mix

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      • 19.3Developing a Marketing Plan

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      • 19.4eMarketing and Marketing

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      • 19.5Case Study: Barack Obama’s Strategic Use of the Internet

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      • 19.6References

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